Sampling

Icion® Multivariate Sampling

Icion® is an advanced multivariate sampling system designed and programmed by Decision Analyst.
The system automatically pulls probability samples representative of a survey’s target
population or target audience, simultaneously balanced by geography, gender, age, income and
other variables. Icion® creates a multi-layer series of nested quotas (a large matrix) and adjusts
those quotas by estimated response rates for different demographic and geographic groups
(i.e., each cell in the matrix). This is the template used to pull the final sample, with random
selection of individuals within each quota cell. The sample is metered out slowly over a period of
time to allow time for all panelists to respond before any additional sample is released. The
system monitors completed surveys, and closes sample cells down as quota targets are
achieved or releases more sample to fill open quota cells.

Icion® is also an engine to bring samples in from many different sources and to balance and
integrate those samples into probability samples representative of target populations.
Different sources of sample can be comingled and combined to create more random and more
representative samples. All samples flow in through the Sleuth™ fraud detection system to
screen out duplicates and questionable respondents.